A well-recognized brand like DAFC naturally does not want to lose its loyal existing customers in exchange for new ones, whose brand journey is still in its early stages. They want to expand their customer base and refresh themselves, while still maintaining the brand’s identity and long-standing history.

Bo Cong Anh Branding Agency never limits clients to just one option.
By identifying DAFC’s aspirations, expectations, and current brand status, we proposed a series of strategic directions that align with the company’s goals, the expectations of its new target audience, the brand’s current positioning, and the broader industry context. These directions provided DAFC with a clear view of varying levels of brand transformation, helping them easily select the most suitable path forward.

DAFC’s new brand strategy and identity system are rooted in the brand’s rich heritage, yet refined to reflect new brand traits that resonate with a broader, younger, and more universal customer base.